Your business is on Facebook. You have a Twitter account set up. You even have a YouTube channel featuring a video of your CEO explaining his vision for the company. You probably think you have this whole ‘social business strategy’ thing nailed, right?

According to Brian Solis, you don’t. “That isn’t a strategy – it’s a series of tactics masquerading as a masterplan. Having a Facebook page or a Twitter account is like having a telephone or a printer – they’re tools that need a purpose.”

Marketers have successfully convinced senior executives that social media channels are more than just “hubs for entertainment and distraction”. Now they must prove that they have real business value.

“Every aspect of business – from the brand through to functions like HR – can benefit from social media,” says Solis. “But people need to take a step back and ask themselves what it is they’re trying to achieve. Most businesses get caught up in this cycle of building pages, building communities and introducing content to keep people active and engaged. But the true opportunity here is to do something more meaningful.”

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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.